social media landscape 2011: strengths & weaknesses
DESCRIPTION
An Overview of the Landscape of the most common social media platforms and Social Media Marketing Principles. Recent successful case studies from Asia and the USA have been included.TRANSCRIPT
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The
Social Media Landscape
David LiemHappy Marketer, [email protected]
Twitter - @hmarketer
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Factors for Social Media Success1. Have clear objectives2. Drive Action / Engagement
– Email stimulates action
3. ID & manage active users, communities
4. Go where fishes are, social comm.5. Be relevant
– Listen to what’s being said, and where– Engage and add value to existing
conversations
6. Combine Offline & Online– Act offline, share online
Reference:http://www.slideshare.net/MarkjMcNally/tsb-social-media-kt-ns-feb-2010
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The
Social Media Landscape
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Your Website
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Emerging Web Design Trends
• “Don’t make me think”• Simple Navigation• Large Headlines vs lots of text
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Socialize Your Website• Add social media buttons to your
home page
• Add a Facebook Like box to your website
• Portal for your social media channels
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Strengths & WeaknessesStrengths• Effective for branding, sparking
excitement with product announcements, information gathering from official source
Weaknesses• May appear ‘one-sided’, glossed
over, fake• Info may not be as ‘cutting edge’
as 3rd party sites
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Company Blog
• Company voice or individuals?• Comments enabled?
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A platform for feedback?
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Thought Leadership
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Collaborating with Popular Bloggers
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Strengths & WeaknessesStrengths• More content, perspectives for
loyal customers, Able to clarify misunderstandings, search engines visibility, humanizes brand, collaborate, publishing articles increase brand value, repeat visitors, feedback
Weaknesses• Time commitment
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Strengths & WeaknessesStrengths• Direct to your inbox• Fast, repetitive• Time consumingWeaknesses• Easy to ignore• Not personalized• Repetitive, ‘spammy’
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Web / News Portals
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Topic Specific Portals
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Product Specific
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Strengths & WeaknessesStrengths• Source of ‘alternative’ views,
comments = transparency, better understanding
• Product reviews / testimonials are powerful to shape customer sentiment
• Great for PRWeaknesses• Lots of clutter / overload of
information• No control over user sentiment
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• B2C
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Facebook on your Website
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Strengths & WeaknessesStrengths• It’s where the fishes are• Repeat visitors, convenient channel
to communicate• Great for branding, short term
engagementWeaknesses• Hard to find direction/purpose,
takes time• Not strong for conversions without
significant incentives
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• 131 million users, 55 million on mobile
• 31 million visit at least once a month
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Social Networking in China• 221 million people have blogs,
largely in a diary-style• 176 million Chinese connect via
social networking system• 117 million connect
anonymously via bulletin board system
• Word of mouth is especially influential, since the media is not open. http://smartblogs.com/socialmedia/2010/03/31/social-media-and-
china-what-you-need-to-know/
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Some interesting facts
• 2 Billion videos watched every day
• 516 Million Views – Most Popular Video - Justin Bieber
• 35 hours of videos uploaded each/ min
• Over 13 million hours of footage uploaded in 2010
• It’s a powerful marketing platform
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Viral Marketing Videos
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Product Reviews
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Trade Shows
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Tutorials
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Tutorials
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Est. Thought Leadership
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Videos with a twist
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Intrigue your audience
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Vimeo: Professional Alternative• No Ads• HD quality video, custom colors
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Success on YouTube
1. Focus on content, not on viewers
2. A consistent audience needs consistent content.
3. There is only one rule for content……and that is “What do you genuinely enjoy making?”
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Strengths & WeaknessesStrengths• High degree of engagement,
realism, more likely to be shared and go ‘viral’
• Powerful to shape user sentiment• Consistent content rewards
consistent viewersCons• Costly (but high quality content
almost always works)
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Posting Company News
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Customer Service
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Strengths & WeaknesessStrengths• ‘Faster than TV’, cutting edge• Easy to use, get ideas and
answers• Used by mobile & tablet users• Share info quickly, directly
interact, listenWeaknesses • 140 characters, time consuming,
narcissistic, boring, service often overwhelmed, low engagement levels
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Increasing your Search Real Estate
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Strengths & WeaknessesStrengths• Thought leaderships, more
detailed views on how company thinks,
• Great for generating new content• helps generate leads, networking• Search engine visibilityWeaknesses• Sensitivity of info in slides,• More business related, not as
engaging
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Highly Targeted Recruitment
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Strengths & WeaknessesStrengths• Create a customizable business
page• build network, collaboration,
groups, share expertise, research tool,
• Recruiting tool• connect with other employeesWeaknesses• Smaller network than Facebook,
slow linking process, less conversation
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Review Websites
• People love ratings, reviews, top 10 lists
• If you have good ratings show it off
• If it don’t have any, find sites that do, or encourage reviews/feedback
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Be Aware of your reviews
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Reviews
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Video Reviews
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User reviews: show it off
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Strengths & Weaknesses Strengths• Critical in comparing / buying
phase• Customers get a better
understanding of your product• Useful to understand user’s
needs• See where you stand with your
competitorsWeaknesses• No control over ratings,
comments
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Deal Websites
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The current craze
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Deals websites
• Effectively boost your brand visibility
• Groupon: 77 per cent of their users are women
• Can also tarnish your company’s reputation if deal is misleading.